By sarahvincenzini

We Need to Talk About UltraTune.

So far on this blog, I have purposely avoided giving too much oxygen to any over-the-top or blatantly sexist campaigns. No sport in easy pickings, eh? But, alas, my eyes can only roll so many times before I wind up permanently disfigured, so I’ve made the call. The Bechdel bell tolls for all of us…

Welcome Bechdel.

The latest Apple Homepod spot, Welcome Home, is another spectacular piece of creativity and original direction by Spike Jonze. The 4-minute film is made, ostensibly, to convince you that your home life can be improved with the all-knowing powers of Siri. But it conveys Siri’s AI usefulness in a beautifully human way, and without resorting…

Don’t let Bechdel pass you by.

It’s kinda unfair of me to pick on this billboard, because it’s likely in-house dealer-led creative, and therefore was always destined to be crap. But it’s right near my house, and it makes me involuntarily shake my fist at it every time I pass it, so: pick on it I shall! We see a gorgeous…

Nothing Beats a Bechdel

And we’re back, after a long summer hiatus! Thankfully, we’ve got a cracker to kick us off from Nike: Nothing Beats a Londoner. Whoah. W&K London and RiffRaff films newly launched spot is a beautifully crafted, passionate, energetic and fresh 3” celebration of athletic one-upmanship, and it is glorious. But it’s not just the men…

Bechdel! NZ Police Recruitment video

If your script begins with “We open on our hero female police woman leading a team into action”, you’ve kicked things off well. Freeze! NZ Police Recruitment Video manages to be aspirational, informative, entertaining (a much-neglected quality) and stereotype-shattering all at once. The police aren’t characterised as a bunch of aggressive, donut-eating white blokes, but…

Gravity Bechdel.

Have you seen Playstation’s award-winning spot ‘Gravity Cat’ yet? If you haven’t, go watch now. I’ll wait for you here: Playstation ‘Gravity Cat’ Excellent, yes? Two sisters are studying physics in their apartment, when they suddenly experience what life is like when the laws of gravity don’t play by the rules. Oh, and there’s an adorable, trouble-making, ceiling-walking kitten there too. Need a viral script? Just add cat. Gravity Cat passes the Campaign Bechdel test on several fronts. Firstly, these women have a clear narrative arc of their own, totally interdependent of a man (unless that cat is a boy cat…),…

The Bechdel, the Merrier.

Aldi’s new Christmas campaign is quite a creative feat: ‘Dig in Doug’ doesn’t feature a single product shot til the last third of the spot. Praise be, retailers! Unfortunately, Doug doesn’t rate well on Campaign Bechdel. The 90 second TVC tells the story of Doug, a stubborn batsman whose backyard cricket innings draws spectators from…

Why does Campaign Bechdel exist?

With 80% of all purchase decisions made by women, you’d think brands would put more energy towards better depicting women in their advertising. Most TVCs are only 30 seconds long, so you can understand why clichès and stereotypes fill our screens: it’s story-telling shorthand. However, this is problematic when stereotypes become norms. Women in ads…